The stigma against mental health often has a ripple effect, causing those experiencing such issues to remain silent about their problems. This amazing 5-year initiative by Bell, Canada’s largest telecommunications company, seeks to change just that.

Through each pledge retweeted on social media platform Twitter on 8 February 2012, the company will donate 5 cents to a fund for Canadian mental health programs. For each text or long distance call Bell’s customers make on that day, another 5 cents would be donated. The reason behind all these is simple- they want to encourage dialogue about mental health.

Read more about the article here, or click here to check out their campaign.